This article talked about the Obama campaign and its technological tactics during the last campaign. Through their own research, using mobile apps and social media, the campaign was able to target the right voters and send direct and focused messages in the most effective way. The article speaks to the problems the Obama group faced during the course of the campaign and the use of social media research and tracking to ensure the most effective use of resources. It was interesting to me that through social media tracking the campaign was able to target users on an individual basis. Our guest speaker, Andrew Danielson, spoke to the idea that everything can be tracked and through cookies and other data mining software. I think it is great that the Obama people were able to harness this data to micro target users and get the most effective messages out the the correct people who would likely respond or send on the information.
The implications for future research and tracking of this magnitude are unimaginable. Already, there are supercomputers across the country with over 150 "things" about each of us. From simple demographics to in-depth, creepy psychographic information. This is vastly valuable to a researcher who can use this data to do what the Obama campaign did and micro target the audiences they want. For now, this is expensive and time consuming but I would be that within the next 5-10 years that this information becomes easy to aggregate, less cost prohibitive and even more relevant to what researchers and marketers are looking for. As for opting in or out of these tracking studies...too bad, if your on the internet, you should know you are being tracked and monitored, its just a fact of life.